UK-based consumer products group 151 Products has purchased personal care and household product supplier Swirl Products.
In October, Swirl appointed administrators at FRP Advisory in order to continue trading after an acute shortfall in cash flow. The company had recently sold its shares to Statestrong Products and sought the protection of administration in order to ring-fence its ongoing trading from Statestrong.
Swirl trades as FMCG and supplies brands including Nuage, Escenti, Systeme, Dentiplus, Salon Chic and Hygienics. Its products are sold in high street pharmacies and wholesalers across the UK and in 32 countries across the world.
Swirl has been in business for more than 20 years and now hopes that the sale of its FMCG business and assets to 151 Products will help reposition the business for future growth and protect job roles for its core staff.
Richard Shonn, Managing Director of 151 Products, said: “With the support of the 151 infrastructure and our access to market, we expect a very exciting future for the FMCG brands and a far more stable trading environment for their long standing UK suppliers.”
Ben Shapiro, Partner at 151 Product’s investment arm, b7 Ventures, added: “Swirl’s underlying business remains profitable, it ended up in administration only as a result of the failure of its parent company Statestrong Products last month. With the right funding the FMCG team will be able to continue to grow its core brands and build on its success to date.”
